Commercial funders

Identifying commercial funders requires careful research so you can state the benefit for the funder in your proposal.

What does the donor company wish to achieve?

Sales boost, improved image, new customers, access to famous people, community involvement? Look at the company's objectives and charitable guidelines before any approach is made.

Develop a targeted proposition

Many charities believe they can help raise awareness or build the company's image. This is wrong. Most national companies have an awareness level of 80% or more and a flood of goodwill will not follow from having their name mentioned in a newsletter. So:

• Research companies, brand strategies, image, market position and objectives.
• Match a request or proposition to suit individual companies.
• Identify benefits to the company and sell hard.
• Prepare a careful and thoroughly professional presentation.

In practice the process will involve identifying companies or institutions which have an interest in giving support in your area of operation. They will have the capacity to give a significant donation, a history of funding similar projects and some kind of geographic, personal or previous business link with your organisation. A strong, convincing and targeted case must be developed, which fulfils both the objectives of the company and the charity.

Councils, development corporations and business advisory centres will be happy to provide lists of companies within a geographic area. Many of these will be local offices of national or regional companies and further information can be obtained from head office. Annual and interim reports and accounts will describe the company and its activities, and often give the names of directors and management. These should be validated by telephone before making any direct approach. Lists of directors of targeted companies can be circulated amongst the senior supporters and management of the charity in order to identify direct contacts who may be used for 'door opening'.

The public affairs or press department are usually most knowledgeable and helpful and make a good first point of contact.

Find out more about other fundraising issues and examples in the In more depth section.